When it comes to mooncakes, one cannot overlook familiar brands such as Hai Ha, Kinh Do, Bibica, and Huu Nghi. These are also companies with professional production lines and among the top in annual output on the market. Along major roads like Cau Giay, Ba Trieu, and Kim Ma, it is easy to spot booths of these major brands.

Although the economic outlook has been considered challenging, the number of mooncakes produced this year has actually increased, contrary to many predictions. Kinh Do has entered the market with over 2,000 tons of mooncakes, up 5% from last year. Bibica has seen a similar increase of around 5%. Notably, Hai Ha Confectionery Joint Stock Company reported a remarkable surge of 30% in production compared to last year. This suggests a potential rise in consumer purchasing power during this year’s Mid-Autumn Festival.

This year, in addition to maintaining popular fillings from previous years such as pandan pineapple, mixed nuts, salted egg yolk, and melon seed with sausage, the mooncake brands have also introduced new flavors such as mung bean with melon seeds and coconut milk with melon seeds.

As in previous years, most mooncake brands offer at least two product lines to meet consumer demand: a standard line and a premium line. However, in the current difficult economic climate, companies are placing more emphasis on their affordable lines, while adjusting premium product prices to better suit consumer budgets. For example, Hai Ha’s standard mooncakes are priced as low as VND 32,000 per piece, while its premium boxes (containing four mooncakes) are priced at only VND 680,000.

Compared to last year, this represents only a 6–8% price increase despite the significant rise in raw material costs. According to representatives from Hai Ha Confectionery JSC, the company continually improves product quality in both presentation and fillings. In addition to traditional flavors, this year’s lineup includes new yet familiar options such as taro, young green rice, and coconut milk—flavors particularly favored by young consumers.

Besides the well-known brands, this year’s mooncake market has welcomed new names such as Givral, Brodard, Hy Lam Mon, and Paris Gateaux. With distinctive ingredients like fresh cream and frozen custard fillings, these mooncakes enrich an already vibrant market and provide more options for buyers. Products from well-known hotels such as Hilton, Long Dinh, and Hanoi Hotel also occupy a notable market share, adding more variety to this year’s offerings.

However, according to surveys, most customers still prefer products from well-established companies specializing in mooncakes, such as Hai Ha, Kinh Do, Huu Nghi, and Thu Huong. Ms. Thu Ha (Luong Su, Hanoi) shared: “I often choose Hai Ha’s products because of their good quality and reasonable prices. This year, I bought the Golden Moon Tài Lộc and Golden Moon Phú Quý gift sets for my relatives, while my husband and I enjoy the traditional mooncakes with young green rice and taro fillings.”

The reason many customers choose familiar products is due to food safety assurance and affordable pricing. The price range considered reasonable by customers is between VND 30,000 and 50,000 per piece. This price range can be found among reputable brands such as Bibica, Kinh Do, Huu Nghi, and Hai Ha.